I get it, it’s 2017. Things have changed. Ideas are shared – especially good ones. I’ve even been known to borrow a good idea or two (but I always return them!). What to do though when an upstart steals the core design concept and exact content of your website? Even the placement of the words and ampersands. Really my man, the &’s?

Fortunately some things haven’t changed in this digital era, like lawsuits.

We would like to welcome Kiara Moreno to the Linen Finder Team. Kiara comes with a fresh perspective and we look forward to collaborating with her on all of our on-going and new projects. She recently graduated from Florida International University (FIU) where she received a Bachelor’s Degree in Business Administration and Management. Kiara is Brazilian but was raised right here in South Florida. During her free time she enjoys creating music, practicing the art of yoga, going to fine dining establishments and rocking out at music festivals. She is totally obsessed with Sunday morning brunch – her all-time favorite place for brunch in New York City is a popular Moroccan restaurant called Cafe Mogador. In Florida, her favorite brunch spot is Cecconi’s which is an Italian restaurant but offers all kinds of delicious brunch menu items.

Kiara is feline friendly – her cat Luna is 5 years old and is a tuxedo cat. She and Luna talk in their special meow language only they understand. She has a niece and nephew she loves to spend time with who are 6 and 3 years old. Kiara enjoys the outdoors but says the humidity in South Florida doesn’t permit her to venture out as much as she wants to.

Kiara’s favorite holiday is a tie between Halloween and Christmas. She loves getting dressed up in costume but loves Christmas because she travels to Brazil to visit with her family. Kiara loves to travel and has been all over Europe, the US, Brazil, and Canada. Her biggest flaw when traveling is the tendency to overpack. She says no matter where she is she wants to be ready for any occasion.

We are happy to have this food loving, world traveler, Dynamic Marketing Solutionist join us as we continue to grow our operation.

One of the many great things about professional sports are the microcosms and lessons which apply to life. The same is true for business, and as a marketing company, it’s fascinating to watch the contrasting styles of different organizations. As our company is based in South Florida, the two franchises most visible are the Miami Heat and Miami Dolphins.

One of these franchises is perceived as first class – from the top down, beginning with the Arison family and Pat Riley. They demand excellence and value their fan-base. This #HeatNation Video encompasses their core values beautifully.

And then, there are the Miami Dolphins. Their fan-base bleeds Aqua and Orange, but the organization works on an annual basis to bleed both their hearts and wallets dry. The marketing disaster explained below from this week is just the latest example of how the Miami Dolphins take advantage of their customers and continue to ride a wave of brand loyalty since the 1972 perfect season (which was 6 years before I was born). As is true in both life and business, if you go to the well too many times it runs dry. The wave of brand loyalty is very low on water these days. Similarly, DolFans (as Dolphins Fans are called here in South Florida) are already extremely thirsty for success, with only 1 playoff appearance since 2001, which was the year Matt Cassel played the majority of the games for the injured Tom Brady. Hopefully the Dolphins will take a concept from that division rival, Steal a message from Bill Gates’ Playbook and “Make Their Most Unhappy Customers Their Greatest Source of Learning“.

This week, like every other Miami Dolphins season ticket holder I received notice there would be only be 1 home preseason game. At first glance I thought, oh well! Besides, no one likes being forced to buy meaningless games anyways. The organization and league ran a story where “the NFL asked the team to move the game to help market the 2017 Pro Bowl”. Anyone who has driven down the turnpike this week can clearly see the stadium is nowhere near ready. However, we can chalk that up to spin, no big deal. Not so easily dismiss-able is the team defrauding their most valuable customers. The team’s official email continued:

“As a result of this change and the reduction in the total number of 2016 home games, your account will be refunded accordingly. Similar to 2015 when we played the Jets in London, your discount will be based on the VARIABLE VALUE of the game. For the Jets game in 2015, the discount was 11.2% of your Membership price. The discount for the Atlanta preseason game is 4%.”

Huh? Variable Value of the Game? I had to read that a few times. If the organization was injected with truth serum then requested to re-write that paragraph plainly and transparently it might read something like this:

When you are required to buy both pre-season games in 2015, the cost per ticket on average after losing one of the best games of the year (Jets @ Home), is 97% of the average paid for the 9 home games. Conversely, when we have to credit a pre-season game in 2016, we will only be crediting your account for 40% of the average season ticket membership price.

The situation is compounded when you consider the Jets Home games for 2015 and 2016. When the game was playing in London last year the Dolphins had to credit this game, they valued it at 11.2% more than the average season ticket membership. This year when the customers are paying for this game it is valued at 13% more than the average, or an increased “Value” of 16% year over year. Wait,did the Jets bring Peyton Manning out of retirement? What could possibly make that game 16% more valuable in 2016 vs. 2015? Oh right, of course – the customers are paying for it in 2016.

But for DolFans around the world, hopefully this uncovered atrocity speaks to the organization, and speaks loudly. Just how loud? With the same volume that #HeatNation brings, as they rise in unity during the playoffs.

Unfortunately for DolFans, playoff tickets are not something that Dolphins management has the opportunity to mark up.

An irate customer just slams you with a horrific review online on your business’s social media page. Everyone saw it, your other followers, your customers, even your friends and family. Now what? How can you protect your business from negative online feedback?

Do you delete the offending online review and pretend it never happened?

This is one of the worst courses of action you could take. Any successful business knows there will always be a time, no matter how great the customer service is, or attentive the staff treats the customer, someone at some point will be dissatisfied. Maybe they did have a negative experience, or perhaps they didn’t get the service they were expecting. Either way responses must be handled in the up-most professional manner. By deleting an online review you’re basically telling the unsatisfied customer, “We don’t care that you had a bad experience, get over it”. It also sends a negative message to your other social media online followers that if they have a problem, your business will not take responsibility. Who wants to do business with a company who doesn’t care about their customers? It’s just not good business.

Do you respond to the negative online review in the same manner as the customer?

The answer is No. If the customer left a bad online review and your response is just as rude and negative as theirs was you’re promoting your company in a negative light. One bad online response can send your company spiraling downwards to the point of no return. Even after something has been deleted online you can usually find it again, and if you can’t, you cannot remove it from your customers memory.

“The internet is not written in pencil, it’s written in ink” – The Social Network – 2010.

So as a business owner, how do I respond to the bad online review?

The best way to handle a negative online review is to respond in a positive light. Respond to the online review quickly, offer an apology for the negative experience and request the customer call and speak to management to remedy the situation. Responses should not be emotionally written. This can lead to a mis-understanding with the offended customer and create even further online negativity for your business.

Once you get in contact with the patron ask them what they would like in order to make up for the bad experience with the company. Most of the time, after you have come up with an agreeable solution, you can request the customer update their online review. Even if they don’t, putting your best foot forward and showing the public that your company is trust worthy and works hard to keep their customers happy will not only keep you in business, but will open the doors to receiving brand new customers.

Marketing as a whole began in the 1400’s with business owners mass producing flyers and brochures to be handed out in the street. The first paid advertising in a newspaper happened in France circa 1836, radio advertising began in 1922 and TV advertising started in the 1940’s. Magazine and print ads began in the 80’s and it wasn’t until the 90’s that online advertising came into the scene, but that was just the beginning. In the mid 2000’s and still today social media advertising is the latest in online marketing but unfortunately in the textile industry many companies have yet to jump on the bandwagon, not just with social media advertising but online advertising altogether foregoing even offering their customers a company website.

Importance of Online Marketing Today

The following are the 5 most important aspects of marketing your commercial laundry business online:

– Branding: online marketing allows you to create product awareness with your existing customers as well as potential ones. Most times a customer will assume you do not carry a product – however by having a customized website in conjunction to social media pages such as LinkedIn, Twitter, Facebook, Google +, FourSquare, Pinterest to name a few as well as constantly updating these sites with your latest offerings you can keep these consumers in the know about your business and its products/services.

– Cost Efficiency: When compared to traditional forms of advertising including print and tv ads, social media and online marketing is a much more cost effective and productive route. Once you have a website established, the cost of continuously establishing an online presence is much more affordable.

– Increase Sales & Web Traffic: Having an updated company website and online social media accounts allows customers different avenues in which to do business with you – be it by searching your products and services online before even having to communicate with a salesman. The more informed a customer is the greater chances you will close a deal with them.

– 24/7 Availability: Conflicting work schedules can make it difficult to be available around the customer’s schedule. The great thing about online marketing is it doesn’t matter if a consumer visits your sites outside of normal business hours. They will be able to find the information they need and possibly contact you through an online contact form or through e-mail – this ensures you will never miss a potential deal, even while you’re away.

– Credibility: The way customers perceive your brand will affect their purchasing behavior. To keep your business credible it is important to keep your site as well as any social media pages up to date. Having 3rd party references and testimonials on your sites is also a great way to allow potential customers to see that you are a legitimate business. Adding logos of companies you have done business with or are currently doing business with is also a great tool in allowing visitors to see you as a successful and trustworthy company.

Starting An Online Marketing Strategy for Your Business

– First things first, a company website is a key component to your online marketing efforts. You can run as many Google ad words campaigns as you want, but if you have no site to send your visitors to, you might as well throw hundreds of dollar bills off of your building’s rooftop.

– Is there a niche your company specializes in? Perhaps you have the best floor mats in the industry and your competitor XYZ offers flimsy ones at twice the cost. Well make sure your best products and services are introduced the minute a visitor lands on your website.

– Third party reviews can be a very powerful marketing tool because they allow customers to show that you are a credible business without needing to show off or give your own praises. Ask satisfied customers to write a company review on why they are happy with your products and services. It’s also nice to give them something in return for doing so.

– Social Media presence is a MUST! Not just checking your pages but also engaging on them, posting interesting content and having visitors comment back. Make sure to keep the topics fun and interesting while still tying them back to your brand.

– Show off your business. Post pictures of your place, current employees and satisfied customers, company events, or businesses you service. Potential clients love to see companies who have faces and are personable.

Questions or comments about our article? Feel free to let us know what you think below.

We also love feedback from customers and friends on their marketing efforts!